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Dealer digital strategies not keeping pace with consumer behaviour, says Google

The majority of dealers’ digital strategies are not keeping pace with the pace of change in consumer behaviour, according to Google.

Hugh Dickerson, Senior Industry Head Automotive, Google, believes that as consumers become more empowered, with more choice and control than ever before, dealers must ensure their messages are in front of the consumer at the moments that matter and that they are engaging.

Dickerson will be speaking at AM and Razsor’s Digital Marketing Conference which takes place at the Ricoh Arena, Coventry on February 13, 2013.

Dickerson will show how sophisticated retailers are already harnessing digital media and ‘owning’ the domain as well as highlighting the latest trends and accompanying tips to take advantage.

Dickerson said: ““Today’s consumers are savvier than ever before, speed, access and information being the key enablers to this buyer behaviour.

“They are researching their purchases over longer periods of time, carrying out more searches, visiting more websites and using more devices in order to make the right buying decision. This activity, exacerbated by the economic slump, is here to stay but dealers without websites and media plans responding to this behaviour may not be.”

Dealers who do not keep pace with the consumer will be left behind in the competition to win their business.
With the consumer now constantly connected via multiple devices there are now more opportunities than ever to influence purchase decisions throughout the day.

Dickerson believes it is vital that dealers take this into consideration when deciding on their marketing mix and they plan accordingly by developing a digital strategy that incorporates ad formats not only on desktop, but on mobile and tablet platforms.

And it’s not just about ads, ultimately consumers expect to have user friendly website experience across any device they use, argues Dickerson.

For more information on the Digital Marketing Conference including details of how to book, visit

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